https://symbiflow-examples.readthedocs.io/en/latest/building-examples.html
says
TARGET="arty_35" make -C counter_test
and
cd counter_test/build/
plus
openocd -f ${INSTALL_DIR}/${FPGA_FAM}/conda/envs/${FPGA_FAM}/share/openocd/scripts/board/digilent_arty.cfg -c "init; pld load 0 top.bit; exit"

this looks a bit complex, why not:

1. cd counter_test
2. TARGET="arty_35" make
3. TARGET="arty_35" make install

the makefile knows what arch, so it could have the complex looking openocd command and I shouldn't have to cd into some build dir to install the output